Craft your audience messages to appeal to one of the above four drivers. Create a campaign for each behavioral driver. Think, multi-variant trial.

Test and assess to determine which emotional driver converts best. Group A, B, C, or D. For those that don’t respond, move to the next emotional message to further segment your list.

Here’s an example of how to apply emotional intelligence to message one product offer, but with different emotional appeals;

You’re selling student loan debt relief. Group A’s appeal is for gaining control of their debt. Group B’s message appeals to self or family acceptance once debt is eliminated. Group C’s messaging is geared to feeling more secure and, less threatened. D group’s appeal is the relief of knowing the right decision has been made.